Madame Tussauds Hollywood molds customer loyalty

For the first time, fans of Madame Tussauds can nominate which celebrity they want replicated in wax.

Fans must “like” Madame Tussaud Hollywoods' Facebook page to vote for whether they want Ryan Gosling, Anne Hathaway, Jennifer Hudson, Ryan Reynolds, or Sophia Vergara immortalized. Though simple, this campaign is incredibly smart. First, the contest generates “likes” of the brand page and encourages word of mouth among fans eager to get friends to vote for a celebrity. Second, by giving fans a chance to determine the content of the exhibition, it creates a stronger bond with them that also could spur museum visits.

Fans who participate will likely be more interested and invested in Madame Tussauds' upcoming exhibitions, especially if their nominated celebrity wins the contest. It's a social media campaign that has the potential to drive loyalty and attendance by linking a contest to the brand's core product.